Summer calls to mind thoughts of lemonade, so Sunkist Growers plans to give lemons a fair shake alongside valencia oranges in its promotions.

“For both, we intend to have display units available for any retailers who wish to communicate taste profiles and nutrition information to their shoppers,” said Julie DeWolf, director of retail sales at Sherman Oaks, Calif.-based Sunkist Growers.

Sunkist also can include in-pack items like a citrus peeler for valencias and a juicer or faucet for lemons in addition to in-store coupons and free-standing inserts.

Sunkist plans to encourage retailers to maintain secondary displays in their seafood sections throughout the summer in connection with seasonal barbecue themes, DeWolf said.

Take a Stand

Summer also marks the return of Sunkist’s Take A Stand program, seeking retail displays of lemons with other items, like sugar, needed by lemonade stands. The program asks children to host stands and donate some profits to charity. A mobile website with recipes, business tips and a profit calculator will be in place for the promotion, DeWolf said.

Mobile coupons

Sunkist expects to take a new direction by offering mobile coupons at point of sale, using location-based services.

“Mobile couponing is growing as more and more consumers purchase smartphones, so we want to create a dialogue with them and encourage them to make lemonade … on those hot summer days,” she said.

Other mobile marketing efforts include recipes and tips available to consumers by texting to the code SUNKST, or scanning quick response codes via smartphone.